The next iteration of The Iconic’s year-long ‘Got You Looking’ masterbrand campaign is ready to go, with the out-of-home marketing campaign even including a 3D installation in Sydney.
The campaign was first launched in February 2024 in a bid to re-establish The Iconic masterbrand.
Over the last 12 months, the fashion and lifestyle platform for Australia and New Zealand recorded a 34 per cent increase in unprompted brand awareness, a 5 per cent rise in consideration, and a 9 per cent boost in purchase intent among both regular shoppers and new customers.
The overall campaign has been developed in collaboration with Dentsu Creative and Love Media.
"Last year, our focus was to reset and remind Australians why The Iconic truly lives up to its name. We wanted to get our customers looking again,” chief marketing officer Joanna Robinson said.
“The campaign and strategy is clearly resonating, so this year, we’re taking it even further – delivering more captivating visuals designed to stop people in their tracks, all while showcasing the breadth of our stylish assortment."
According to The Iconic, the latest campaign aims to capture even more customer attention by creating double-take moments. Some of the creative in the next iteration include a couple twirling pasta shaped like shoelaces and a model in a ballgown strutting down a treadmill.
The new campaign will appear in high-impact and contextually relevant placements across video, OOH, cinema and video in display.
Additionally, a 3D installation and interactive activation will be featured at Martin Place Metro Station in Sydney. The 3D advertisement features a suited-up man with a butterfly beard, with other butterflies fluttering around a window-like display.
Ahead of launching the new campaign, The Iconic joined the Shift 20 Initiative, created by the Dylan Alcott Foundation, which is on a mission to increase representation, inclusion and accessibility in marketing.
Through this partnership, the fashion platform continued its commitment to diversity and inclusion by ensuring its campaigns are representative of people living with disabilities, who account for 20 per cent of the Australian population.
“The casting in this round was critical for us,” The Iconic director of brand, media, and comms Georgia Thomas said. “We aimed to showcase a diverse range of talent that truly reflects our customers, each unique in their own way.
“At The Iconic, inclusivity is at the heart of everything we do and delivers to our core purpose of creating a better way to shop and this campaign celebrates the individuality and diversity of our customer community.”